Many questioning about enterprise 2.0 these last weeks. How to make it work, how help companies to understand it, how to calculate the ROI ? So many questions that, at the end, can be summed up in only one : undestranding how these new logics can integrate into the existing and add to it. Without that, it’s obvious that either companies don’t dare either they will dare with overcautiousness and won’tbe able to get the most from their initiative, either will dare in a bad way and things will be counter-productives.

One consequence of this misunderstanding is that “2.0 projects” are isolated from the “real enterprise” in order to preven itself from any side effect of something that’s still not well understood (what proves once again how important it is to find answers to all these questions). So, what’s needed is to help companies to visualize things according to what they are today and according to their very nature.

First, the primary goal of any enterprise has to be identified. Easy : make money. Period. Of course we can discuss what can be done with that money and what can and cannot be done to make it, but it is the only undisputable goal.

What leads to an undisputable consequence : companies spend their time trying to organize themselves in order to produce as efficiently as possible. Becoming an enterprise 2.0 is not a goal for any enterprise and should not be. The only one is : improving the way things are done everyday, the way it produces.

But what does “production” really mean ?

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